rTown_WP6_TourismExtract_20150202_310.docx Page 1 of 14

rTown report - extract

Workpackage 6 — (TownTeam &) Tourism strategy

2015-02-02

Authors: Melvin Reynolds, William Wilding

www.rTown.org.uk

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rrTToowwnn is Project No. 971397 in the Innovate UK SBRI competition “Re-Imagining the High Street” and is contracted for delivery by: AMS Consulting, Ashcote, Walford Road, Ross-on-Wye, Herefordshire, England. HR9 5PQ

Telephone: +44 (0)1989 763 120 E-mail: Admin@AMS-Consulting.co.uk Web: www.AMS-Consulting.co.uk Partners: MI Reynolds and JE Reynolds VAT Registration No: GB 681 7260 23

Document History:

This document is an extract from the full report produced by for the first, feasibility, phase of the rTown project; it therefore lacks some of the original context but is made available for information and as the basis of further discussion between interests within the town.

Document Location: rrTToowwnn project materials are available at: www.rTown.org.uk Validity: To be assigned. File name: rTown_WP6_TourismExtract_20150202_310.docx or derived *.pdf

Change History:

Date Version (n.rrr)

Changes

2014-11-05 - 2014-11-20

0.001 - 0.002

First internal drafts with separate WP 5 and WP6 elements

2014-10-19 – 2014-12-23

0.100 - 0.104

Draft text includes both WP 5 (high level only) and WP6 elements

2014-12-23 0.200 – 0.201

First fully merged, but incomplete, version posted for initial review

2015-01-21 0.300 Open issues listed.

2015-02-02 0.310 Extract covering tourism only

2015-xx-xx 1.000 Final text for publication

Please request further information from: Melvin Reynolds rTown Project Lead

AMS Consulting, Ashcote, Walford Road, Ross-on-Wye, Herefordshire, England. HR9 5PQ

melvin@rtown.org.uk

Warning This document is not an approved document of Innovate UK (Technology Strategy Board) or KTN Modern Built Environment. The opinions and views expressed within this report have been reviewed by the members of the rTown Project Team, but do not necessarily reflect the views and opinions of individual members of the Project Team, or the organisations that the members represent.

Town Team strategy

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Contents

Document Summary ..................................................................................... 4 Market Need .............................................................................................. 4

Challenges ............................................................................................. 4

Current situation ..................................................................................... 4

Proposed offering .................................................................................... 4

Key advantage points ................................................................................... 4

Addressing the challenge ............................................................................ 5

Benefits to the end users ........................................................................... 7

Key infrastructure .................................................................................... 7

Product pricing ........................................................................................... 8

Market expectations ................................................................................. 8

Annex 1: Town survey data ............................................................................ 9

Consumer attitudes to e-enabled working ........................................................ 9

Annex 2: Play Ross ..................................................................................... 10

Rationale ............................................................................................ 10

Play the game....................................................................................... 10

Play-back ............................................................................................ 11

Play on paper ....................................................................................... 12

Playground .......................................................................................... 12

Budget ............................................................................................... 13

Play hub ............................................................................................. 13

Note on the author of this annex ................................................................ 13

References and useful links .......................................................................... 14

Town Team strategy

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Document Summary

This report details proposals to address the challenges facing a regular user or visitor who wishes to make purchases, or spend time in the riverside market town of Ross-on-Wye.

…

These would be provided from the TownTeam hub — an information and service-request focus for the town centre where public transport users can receive town vouchers as credits against their travel tickets and so that disabled High Street users can access mobility scooters.

This topic deals with e-commerce; ordering, collection and delivery of consumer’s purchases; information services – including tourist booking, information, guidance and infotainment, and miscellaneous provisions to build the attractiveness of the town.

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Market Need

Challenges

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Within the constraints of a free market we seek to provide a co-ordinated range of services that can attract residents, occasional visitors and tourists to spend time in the town.

Current situation

In Workpackage 1 we surveyed business and consumer views about the town centre. …

Proposed offering

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Town Team

Finally, we had proposed that the TownTeam hub would act as an information and service-request focus for the town centre. In Ross we proposed that it should be located adjacent to the bus and coach station so that public transport users would be able receive town vouchers as credits against their travel tickets and so that disabled High Street users can access mobility scooters.

We also proposed that this should be the base for local updating of the IT systems enabling our overall service delivery; the office of the town centre manager; maintenance co-ordination; TownTrolley services; etc.

In the event, and directly driven by our feasibility study, we have concluded that this nexus of services should have a more obvious role and be the means to deliver the interwoven strands of work described below in Addressing the challenge.

Key advantage points

Our thesis from project inception has been that, although individual technical innovations can be important elements to re-imaging a high street, the means to achieve sustainable invigoration will lie in integration of multiple strands of service provision into a coherent service offering that provides a pleasing experience for consumers, and economic benefit to businesses. This element must therefore be seen in that wider context.

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Addressing the challenge

For shoppers and tourists who drive to a town to visit it and its shops convenience is key to them staying for an extended period, the proposed services are designed to increase the number and duration of visits to the town centre.

For businesses the key to improved trade is meeting customer needs and demands, but increased footfall increases the likelihood of spending on goods or services. Our proposed services are designed to make it more attractive to do business in town than out, and to generate repeat business.

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Town info-structure

As with many areas of public life, it is becoming increasingly difficult for the already elderly to be able to access information in ways to which they can relate. The less academically accomplished young also find it difficult to access the pieces of information that together make up the jigsaw of provision to which they too need access.

Our aim is therefore to bring together these social goals with the information, recreational and leisure needs of visitors and tourists to deliver a town centre that is welcoming to all, regardless of ability.

Town information service

The plan that has emerged from examining feasibility of various aspects of satisfying the disparate information needs is to use a local internet provider to host a single portal that provides a single point of access to all rTown related services — everything from navigation and parking, through incentives and promotions, to tourist information, bookings and interactive local guides and pedestrian navigation for the less able. The Town Team will coordinate the content requirements with the local businesses able to bring marking skills to bear on this core area.

Location branding

We have identified the need for coordinated working alongside Visit Herefordshire i and coherent with the Herefordshire brandingii but with a specific location focus and brand for Ross. A number of local marketing companies have the skills to deliver both the look and feel required, as well as a user friendly, and device agnostic, navigation.

More prosaically, the same brand look and feel is required for print and signage used within and beyond the town.

Accessibility

With our high proportion of over-80s, a growing number of over 60s and increasing levels of mobility and community living for those with a range of disabilities, we see it as our responsibility, as well as a marketing advantage which capitalises on the existing hotel for the elderly frail and people with disabilitiesiii.

As part of our feasibility study we have identified a number of information resources that we propose to implement to provide truly inclusive accessibility for all users whatever their ability. 1. The most technically basic is to introduce a coordinated system of pedestrian

signage to provide readable maps and way-finding around the town centre and between the high street and the points of tourist interest. These signs will similar to the Streetwiseiv type to include QR codes, but also with beacons integrated into our own info-structure as described above. These beacons will also enable access to other pedestrian guidance options described below.

Town Team strategy

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2. We have identified that the signs should carry non-text media (map and picture) in their physical forms and also, using beacons, enable the same information to be available between sign locationsv. We can facilitate easy-to-follow photographic journeys in web, mobile, print and embeddable formats designed to include the needs of people with disabilities and those speaking English as a second language.

3. In common with many market towns with a surrounding agricultural economy, Ross has seen a continued growth in the number of migrant workers. Taken together with our long-standing tourist trade from Europe there is a continuing need for access to technology to support social inclusion and language learning for recent immigrants. A limited palette of languages will therefore implement the lessons from the recent SALSA

vi

and MALSETOVvii work to provide guidance and tourist

information about the town and its environs.

4. The same beacon-equipped signs can also enable links to enable blind people to navigate the town safelyviii.

By integrating these different aspects we can minimise the amount of street furniture and communications network installation required, thus demonstrating something suited to high streets rather than the large urban centres that most such pilots

We have identified that by working with the Ross-on-Wye branch of Age UK that our elderly population can access a personal shopper service and drop-in location hosted by Enviroability. Aspects of this service will share many features with the Poppins Shop ix project in Greenock, using our incentive system in place of their poppins.

Tourist information service

Although Ross-on-Wye was the birthplace of the package tour the presentation of information for tourists in recent years can best be described as patchy. Most tourist resources draw visitors away from the town rather than making it a destination in its own right. We have therefore identified the need for locally curated information to be presented in a coherent portal specific to Ross-on-Wye but with links to the surrounding area, and with a recognisable brand link with the Visit Herefordshire website.

It is unrealistic to pretend that a small town can alone provide all the attractions that the various tourists seek, but our survey results and subsequent discussions have shown that by presenting those we have, and those that are available using Ross-on-Wye as base, in a coherent and attractive manner the town centre could benefit from increased footfall.

A dedicated Tourist Information office is needed in the centre of the town and, which is very visible. It needs to be open every day of the week, and until early evening during peak months and this implies more than one member of staff so adding other functions such as offering a cyber café will be needed to help it pay its way. In theory it could share premises with the general Town Team functions but the size, location and cost of premises for both may make that difficult.

Possible venues for this service are the Library (though its much curtailed hours and slightly peripheral location are not helpful), the Market House (though access is less than ideal), and various shops at present vacant, such as the premises at 34 High Street, or the former book shop at the entrance to The Crofts. Other premises may become available and we shall look to take this area forward in discussion with the Town Council, Visit Herefordshire and the Association of Ross Traders.

Accommodation

There is no single source of information on tourist accommodation within the HR9 post code area so our content management system will provide this directly and by links to agencies offering accommodation locally.

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Tourist trails

Taking up the initial competition assessor’s comments and our own survey feedback, we have been able to undertake some feasibility work on creating things of recurring local and tourist interest. This work is reported in detail in Annex 2: Play Ross, so is just summarised here.

There is much of historical, cultural and popular interest within the town centre or within strolling distance. We shall use the signage described above as the ambient information structure with which visitors can engage from the moment of arrival.

The dedicated Tourist Information office space would also act as a Hub for the game, providing technical backup for players. Latest interactive and augmented reality technology, such as Google Glass, could be available to hire from this outlet.

Audio Guide Headphones and leaflets could also give information in a less technical / intimidating way for those not ready to embrace newer technologies.

Eating out

As with accommodation, there is no single source of information on the many eating options within the HR9 post code area so our content management system will provide this directly and by links to agencies offering internet purchasing or booking in the locality.

Retail promotion

Although the Association of Ross Traders (ART) has a websitex it is not presented in such a way that the products and services provided by its members are accessible (unless they are part of the business name). We have identified that consumers would like to search the town businesses for products and services so propose to use the terms associated with those products to do so, identify a business and either order or make contact.

The CRM associated with the incentive system will enable promotions to be made known to app and email subscribers to the town’s incentive scheme, but we have yet to determine if we will implement local search functions in that, through enhanced ART system functionality, through the British Independent Retailers Associationxi ‘My High St’ systemxii, through a mix of these, or by some other means.

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Benefits to the end users

Our proposal is to add value to end users by making in-town shopping and leisure extremely convenient and economically attractive. Our strategy is to thereby encourage footfall into the town centre which in turn will improve the attractiveness of property to new businesses. That in turn will improve property values and ensure returns sufficient to encourage better maintenance, thus increasing attractiveness to tourists.

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Key infrastructure

Infrastructure requirements for the integration of the Town Team service with other activities (notably tourism and pedestrian guidance are detailed in sections of the Town information service part of this report, electrical services to signage sites (all exist), fixed or mobile phone or broadband services to sites(all exist), WiFi, ZigBee and /or Bluetooth coverage of the location (partially exists).

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Product pricing

Market expectations

Pricing Town Team functions is difficult. On one hand the services are those that consumers expect to be there for free, and on the other businesses and local authorities are understandably unwilling to pay for services that do not result in improved trade. There has to be a reasonable return on investment for all, even for a not-for-profit provider.

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Businesses

As yet we have no firm metrics on how much turnover would be driven by using these services. That in large part is why it is necessary to run a pilot implementation before attempting to make considerable investment in supporting technology for LockerPoint.

For the tourist accommodation and eating out services then a normal commission would be taken or a Google-style pay per clicked link charge.

For tourist trails, play and other event services then these would be charged according to the level of appeal. Time spent using Google Glass or similar would require a hefty deposit guarantee, and a could attract a substantial charge per hour of use, whereas a paper map of access code to a walking guide would be in the order of pence.

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Annex 1: Town survey data

This element of the report just concentrates on the benchmarking data topics that are directly applicable. Other aspects are available in the reports in the WP1, Benchmarking, area of the project website.

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Consumer attitudes to e-enabled working

This section was deliberately divided into sub-sections to address different groups of consumers.

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Use of a unified town information service

Asked “Would you use a unified town information service to find out about accommodation, outlets, services and promotions?” 6% of the 219 respondents indicated they already used something, 67% would use it if offered, and 27% would not.

Amongst 12 free-text responses the 17 categorised 12% indicated no understanding of the question, whereas 41% indicated they currently use ‘old media’; a further 47% new media.

The favoured information gathering means are internet and walk-in, with phone and text both favoured less.

Use of a unified town service to report problems

Asked “Would you use a unified town information service to report problems with aspects of the town?” 2% of the 214 respondents indicated they already used something, 79% would use it if offered, and 19% would not.

There were only 4 free-text responses so no conclusions could safely be drawn from them.

The favoured information reporting means are in order of preference; internet, walk-in, telephone and then text.

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Annex 2: Play Ross

Rationale

The rTown project has identified that Ross-on-Wye, while historically a tourist destination, has in more recent years lost its bloom. Visitors are reporting that there is not enough going on in the town to sustain more that a fleeting visit. The town is also looking very tired, and is in desperate need of a facelift. Ross needs to develop more tourist friendly ‘content’, and to present itself as a vibrant place to visit.

This is why we are putting forward our suggestions to revitalise the centre and introduce new ideas that would put Ross back in the picture as a unique part of any tour of the Wye Valley. These plans focus on the idea of making Ross a place where you know that you can come and enjoy yourself, while soaking up its history. To that end we want Ross to become a ‘Playable Town’.

The concept of a ‘Playable City’ - a phrase coined by The Bristol Watershed - is being developed by various cities around the world xiii . The idea is to incorporate a playful side to the development of smart city technology. This is our aim with the Play Ross project.

We want to piggyback additional layers of tourist information, entertainment, and downright playfulness onto the iBeacons and other

technologies which are proposed around Ross town centre as part of the rTown project.

The overall image we want to create is that of a ‘Playful Museum/Theme Park’ where visitors enjoy taking part in an ongoing game/tour. The main game, or series of games, would be available all year, with an occasional large event, such as a Streetgames Day, or a major attraction such as the Bristol ‘Park & Slide’xiv event. There should also be weekly street theatre or musical performance in the town centre.

Play the game

The game / games, are yet to be devised. If the rTown project proceeded to the next level, we would aim to create them, in conjunction with experienced street games developers, already working in this area. We have already approached ‘Pan Studio’ xv , who won the first ever Watershed Playable City award in 2013 for their ‘Hello Lamp Post’ game. We would involve PAN, or companies like Calvium xvi on board to

Photo: Luke Jerram

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help deliver our game.

Although yet to be devised, we do have certain objectives for our game.

Besides entertaining visitors, we would wish it to drive them around the main areas of the town. By this we mean all the main shopping areas, as well as going up to The Prospect, down to the riverside, and including other places of historical interest.

For this reason it is imagined the game would have some of the qualities of a round of golf, where players follow a course, encounter interesting obstacles, and gain points for good play. Within that overall concept, smaller objectives could be incorporated, with some elements altering, depending on the way a player tackles the course. Results would also be influenced by the interaction between players. Thus the game would be different each time you played. This concept also allows the game to evolve once it is up and running.

Players install apps on their mobile devices, allowing the game to be played. These guide them round the town, using GPS, and picking up content from iBeacons. QR codes would add other layers of info or intrigue. There could also be clues and information displayed in print. Other Apps would allow an exchange of points between players, give you bonus points, fine and deduct points, and keep track of the score. ‘Find Me’ bluetooth tiles could be regularly moved around the town, interacting with your apps. Points would be gained in various ways; some embedded in information, some earned, some randomly received.

Play-back

We would also incorporate aspects of Ross past, so that the town’s history was peeled back in front of your eyes and merged into the game. Information would arrive as videos, audio, images from YouTube and other sites. Content received would be aimed at different age groups.

Horrible Ross

Like Horrible histories, with plenty of bad smells and disgusting behaviour, such as The plague, Medieval sewers, plus cute stuff like the Ross Hedgehog, aimed at younger visitors. (Ross has an annual ‘Hedgehog Festival’ in May each year). See here for one example of musical content - a song about the Black Death, that could be accessed while looking at the Plague Crossxvii.

Beautiful Ross

Emphasising the cultural and tourist friendly aspects of the town, such as architecture, the picturesque tour, historical figures, local links to authors (Dennis Potter, Wordsworth, Dickens, CS Lewis).

Popular Ross

This will focus on recent history, such as music, film and TV. For instance bands that played at the ‘Top Spot Ballroom’ (now Jacqueline’s) in the 60’s (Pink Floyd, The Beatles, The Kinks), or films that were either made in the town and immediate area (e.g. Shadowlands), or shown at the Roxy cinema (now the Maltings), such as Star Wars and ET. See here for a link to Mott The Hoople, who were from Rossxviii -

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Play on paper

It should be noted that we would offer a similar game experience, which could be played using just paper, with leaflets and printed displays around the town. So that visitors not wanting to use new technology would be able to take part. Pan Studios have also developed street games that do not rely on any technology, and we would incorporate ideas and games along these lines into our projectxix.

Playground

Although not included in our Play Ross proposal, we would also definitely back the rTown proposals to make part of Ross pedestrianised, which we feel would improve the quality of tourism in the town centre, as well as making it a much pleasanter place to shop and hang out. This would also tie into the staging of regular street theatre around the Market House area. I have spent 25 years performing street theatre across Europe, and can confirm that the most vibrant towns all have pedestrian areas which become spaces for relaxation, fun, and shopping. Last years performance by ‘The Spurting Man’ on the Rope Walk, as part of the Riverside festival, also proved that there is a hunger for, and a desire to see more, cutting edge street performance around Ross.

In fact, we don't think the current proposal goes far enough. Besides pedestrianising the road down from the Market House, we feel the area under the Market House is currently much underused. It does house stalls on market days, for the sale of books and socks, but the rest of the time it is vacant. It could be used regularly, twice a week or more, perhaps Sundays and Wednesdays, to run undercover events. These could be Musical performances, Art exhibitions, Silent Discos or street entertainment. With the Courtyard Theatre now perhaps becoming involved, this may become a reality anyway.

The regular market should be encouraged to expand along the High Street. With the High Street being closed to traffic on market days one way to kick start larger markets would be to hold a ‘street theatre market’, where street theatre companies create and run their own pretend market stalls.

The theatre group ‘Desperate Men’ have a great stall selling spoof ‘Bears Milk Cheese’ for example, and my company Actfunny have a show called ‘The Car Boot Sale’ trying to sell rubbish for thousands of pounds. Other performers would be encouraged to add stalls, and these could be interspersed with regular and real stalls.

The several ‘dark shops’ around the town should also be part of this.

More ambitiously, The Crofts Court needs a makeover. It could have a large awning stretched over it, like a mini millennium dome cover. Or better still it could have a

large geodesic dome over it, with palm trees planted inside. This would allow it to host more regular events like craft markets, daytime ‘tea dances’ and silent discos and as well as being on the Games/history route. Other areas already under cover, such as The Maltings or Jacqueline’s night club could become daytime dance venues. We would also seek to link the sports and leisure centres to this.

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Budget

If the rTown bid is successful, the Play Ross project would apply to the Arts Council England to match any Innovate UK funding. Currently it is estimated that a budget of between £30 - £50 thousand pounds would be available from the rTown project, with the aim of matching that from Arts Council or other grants. We anticipate starting to apply for Arts Council assistance early in 2015, before the Innovate UK results are known, and before any development of our ideas are started.

Most of the cost of hardware needed to create the game would be funded from the main rTown budget, since we would be piggybacking our games on technology already being proposed for rTown. Only the cost of apps, websites, software and actual game development would come from the Play Ross budget.

Having talked to Pan Studios about the cost of creating ‘Hello Lamp Post’ for the Bristol Playable City, it is felt that we are in the right ballpark with our costing estimate. This game cost about £30,000 to create and deliver. So if we assume that our project will be perhaps 3 times as large, but that some costs will come out of other budgets, we could roughly estimate that a budget of £60 - £80 thousand would allow our project to be delivered.

There would of course be ongoing running costs for our game, we would want to look at ways we could ‘work the game’ to help with these running costs.

Play hub

Although not essential for our proposal, we feel that the town needs a dedicated Tourist Information office, which is in the centre of the town and very visible. Suggested venues for this are various shops at present vacant, such as the premises at 34 High Street, or the old book shop at the entrance to The Crofts. Other premises may become available.

This permanent space would also act as a Hub for the game, providing technical backup for players. Latest interactive and augmented reality technology, such as Google Glass, could be available to hire from this outlet. It should also offer a cyber cafe. Audio Guide Headphones and leaflets could also give information in a less technical / intimidating way for those not ready to embrace newer technologies.

Note on the author of this annex

William Wilding, who put this Annex together for rTown, has a history of creating playful street entertainment and larger shows. He graduated from Wimbledon School of Art in 1980, where he studied performance art. He spent 15 years performing in Stand Up comedy clubs, and 20 years running his own street theatre company ‘dotComedy’, before

starting ‘Actfunny’, which specialises in small, walkabout street theatre. He has created small, fun sized shows and much larger installations and shows, such as an open top comedy bus tour of Newcastle, and a giant movable maze called ‘Get Lost’ xx , which he helped devise and created in 2005, with the aid of an Arts Council grant. Besides still performing and devising entertainment, he currently runs a self catering holiday cottage outside Ross, and regularly talks to tourist guests about their experiences of Ross and the surrounding area.

Photo of Newcastle Comedy Bus Tour - William Wilding

Photo: Newcastle Comedy Bus Tour - William Wilding

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References and useful links

To be completed

i http://visitherefordshire.co.uk/ ii http://www.hereyoucan.co.uk/ iii http://www.mertonhouse.org/ iv http://www.streetwisesystems.com/ v http://photoroute.com/ vi http://www.open.ac.uk/blogs/salsa/ vii http://www.maseltov.eu/ viii http://www.bbc.co.uk/news/technology-29913637 — we have had discussions to ensure that this could be

integrated with other aspects of our software, but at present it is mediated through only one phone operating system – a situation that is not likely to change with this specific developer

ix http://www.poppinsproject.co.uk/ x http://www.associationofrosstraders.co.uk/ xi http://www.bira.co.uk/ xii http://www.bira.co.uk/myhighst/myhigh-st xiii Playable Cities - Bristol is fast becoming the world’s first Playable City. The Watershed (who coined the

phase) in Bristol are behind many projects involving Playable Cities, and set up an annual award, which was won in 2013 by Pan Studio - see below. Other cities such as Dublin are also working towards this.

xiv Park And Slide - A major event in Bristol in 2013, which attracted massive crowds. Go here – http://player.vimeo.com/video/93914669 for a film of this event and here http://www.lukejerram.com for details of its creator, Luke Jerram, who creates all kinds of artworks and events, which get installed around the world.

xv Pan Studios - Pan Studio won the first ever Watershed award in 2013 for a playable city game with their ‘Hello Lamp Post’ game. They are also currently working on other games, along similar lines to those we would hope to develop with them for Ross. See here – http://player.vimeo.com/video/67889287 - for a video of Hello Lamp Post, and here - https://www.kickstarter.com/projects/panstudio/run-an-empire-the-real-world-territory-control-gam for details of their latest game ‘Run An Empire’.

xvi Calvium have been working on GPS apps since 2004, their ‘AppTrails’ help make street stories, sound walks, audio walks and guides. See here for a film about an AppTrail Calvium made for Kings Cross Station: http://youtu.be/ONFgOYWYSg

xvii http://youtu.be/rZy6XilXDZQ xviii http://youtu.be/yKmvTcSzcE8 xix Pan Studios have also developed many games which can be played without any technology. These work

by having printed instructions at various sites ( or instructions on paper leaflets). The rules are always made as simple as possible, so that games can be played immediately, without the need to learn complex conditions.

xx http://youtu.be/p2e9CLKPhg